What is Marketing Communications?

Why Integrated Marketing Communications Is More Important Than EverNovember 16, 2013

I just may be the world’s biggest integrated marketing communications proponent. For years I have preached the need and importance for delivering an integrated message to consumers across all channels in a given brand’s arsenal.

I have scribed numerous columns including one of my most popular pieces entitled Integrated Marketing Communications – Then And Now which makes reference to my apparent obsession with marketing integration. And if you think I am exaggerating when it comes to my use of the word “obsession” consider the fact that I once compared integrated marketing to Schoolhouse Rock.

So it should be quite obvious that when it comes to the integrating of marketing channels, I am not only on board, I may very well be the captain of the ship, or at the very least, first mate.

Over the past few weeks I have seen two different examples to help augment and justify my preoccupation and belief in always presenting and delivering a cross-channel message to consumers.

The examples I refer to actually speak directly to the demographic many retailers and brands often seek for their own: Millennials and each come courtesy of MarketingCharts.com.

First, on September 3rd was this headline: Millennials Still Spend the Vast Majority of Their Retail Dollars In-Store. The article made reference to a study done by The NPD Group and features the eye-opening statistic: 81% of Millennials spend their hard-earned money in a brick-and-mortar store when it comes to their retail consumption.

The second example came a few weeks later on September 13th: Millennials’ Top Source of Coupons and Deals? The Newspaper.

‘What’s this?’ I wondered aloud. ‘Arguably the most digitally-savvy demographic on the planet prefers old school marketing methods and communications? That can’t be right, can it?’

Of course Millennials are arguably the most-digitally savvy demographic on the planet and as such they consume massive amounts of content via their smartphone, tablet, PC and so on. That’s not up for discussion.

Source: www.forbes.com

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@John Fallot: What? John is evolving?! Congratulations, John the Communications Intern evolved into John the Marketing Coordinator!
Fri, 20 June 2014 05:40 PM

The typo on some @MedillSchool diplomas reminds me of a long-standing question: What is Integrated Marketing Communications?
Mon, 23 June 2014 06:47 PM